The Charge

North America Pulses goal is simple—get folks to eat more healthy, nutrient-dense, affordable dried beans, lentils, dried peas, and chickpeas! To bring awareness to how easy, tasty, and affordable it can be to get more pulses into your diet—North America Pulses contracted with Wholefully to do a long-term, multi-platform partnership focusing around the idea of a “Half Cup Habit”—just adding a 1/2 cup of pulses to your diet three times a week has been show to have significant health benefits.

North America Pulses asked Wholefully to spotlight recipes and ideas that use 1/2 cup of pulses per serving, and show the Wholefully readers just how easy it is to bring more pulses into their lives. The partnership was video heavy, and the videos were distributed through all of the Wholefully social media channels, as well as through North America Pulses social media channels, and on a subsite specifically created for the campaign—Half Cup Habit.

The Results

We managed to make beans sexy again! All the videos performed well on Facebook (with nearly 300,000 views for the first four videos—not including shares done from the brand accounts), and the the recipes continue to share well on Pinterest. The One Bag of Black Beans: Three Meals hit over 11,000 shares on Pinterest within a month.

Social Proof

Time and time again, it’s been proven to those of us at Wholefully that readers love simple, affordable, healthy meal ideas—and these Pulses recipes checked all the boxes! Our readers flocked to the social media posts to tell us how excited they were to have some health ways to stretch a dollar.

What The Brand Says

“Our team was absolutely thrilled with the burgers three-ways video you created for pulses!”